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Mountain Dew India: The "Darr Ke Aage Jeet Hai" Campaign
Industry & Competitive Context The Indian carbonated soft drink (CSD) market is shaped by a duopolistic rivalry between PepsiCo and The Coca-Cola Company, with both re-entering India in the late 1980s and 1990s respectively following economic liberalisation. PepsiCo entered India in 1988 via a joint venture with Punjab Agro Industrial Corporation and Voltas India Limited, marketing and selling Lehar Pepsi before the brand transition post-1991 reforms. The two companies compet
1 day ago13 min read
Pepsi IPL Campaigns and Cricket-Based Advertising Strategy in India: From Ambush Marketing to Title Sponsorship
Industry & Competitive Context The Indian carbonated soft drink (CSD) market is shaped by a duopolistic rivalry between PepsiCo and The Coca-Cola Company, with both re-entering India in the late 1980s and 1990s respectively following economic liberalisation. PepsiCo entered India in 1988 via a joint venture with Punjab Agro Industrial Corporation and Voltas India Limited, marketing and selling Lehar Pepsi before the brand transition post-1991 reforms. The two companies compet
2 days ago13 min read
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